INSTAGRAM CONTENT MARKETING STRATEGIES FOR HOSPITALITY BRAND IDENTITY: A CONTENT ANALYSIS OF @VASAHOTEL
DOI:
https://doi.org/10.23969/jp.v11i02.47596Keywords:
Content Marketing, Brand Identity, Hospitality Industry, Vasa Hotel SurabayaAbstract
This study aims to analyze the content marketing strategy implemented by the Instagram account @vasahotel in strengthening Vasa Hotel Surabaya's brand identity. A qualitative approach with Krippendorff's content analysis was employed to examine 20 Instagram posts published between July 2025 and February 2026. The analysis was guided by Pulizzi's content marketing dimensions, namely content mission, content tilt, and platform suitability, and interpreted using Kapferer's Brand Identity Prism. The findings indicate that @vasahotel utilizes Instagram not merely as a promotional medium but as a strategic platform for brand identity construction. Through content mission, Vasa Hotel Surabaya communicates its positioning as a premium hospitality brand integrating business, cultural, culinary, and lifestyle values. Content tilt differentiates the brand by transforming promotional messages into artistic, experiential, and storytelling-driven content. Meanwhile, platform suitability is reflected in the effective use of carousel and reels formats that align with Instagram's characteristics and audience behavior. Overall, the study demonstrates that content marketing contributes to reinforcing Vasa Hotel Surabaya's identity as a modern, premium, and experience-oriented hospitality brand.
Downloads
References
Abellia, V. P., & Amalia, D. (2025). Analisis strategi komunikasi pemasaran Netflix melalui konten klip film pada akun @netflixid dalam meningkatkan daya tarik audiens untuk menonton.
Adilla, P., & Hendratmoko, C. (2023). Pengaruh brand image, harga, kualitas produk dan content marketing terhadap keputusan pembelian barang thrift melalui Instagram di Solo Raya.
Ayu, I., & Kartika, A. (2024). Content creator strategies on Instagram Reels account @kumparancom to boost brand engagement.
Damayanti, M., & Amalia, D. (2024). Strategi komunikasi CSR Hotel Bumi Surabaya (penanggulangan stunting melalui program GESIT).
Fathoni, & Amalia, D. (2025). Strategi diferensiasi merek melalui momen nasional di media sosial.
Jeremiah, S. G., & Michael, J. R. (2024). Analisis strategi komunikasi brand identity hotel AP Premier dalam meningkatkan brand awareness.
Kurnia, A., Saragih, R. P., & Jessica, M. (2025). Merancang strategi kreatif produksi iklan layanan masyarakat dalam menyampaikan pesan sosial.
Laili, H., & Saputra Dharma, V. (2025). Strategi engagement konsumen dan brand di Instagram.
Maulana, A., & Paramadina, U. (2024). Peran konten interaktif dalam membangun keterlibatan pengguna di Instagram.
NapoleonCat. (2026). Instagram users in Indonesia statistics.
Ningtyas, & Amalia, D. (2024). Konsistensi visual dan narasi dalam membangun brand recognition di media sosial.
Nugroho, A., et al. (2024). Menggali strategi visual dan naratif @tokomerekah dalam membangun brand identitas di Instagram.
Pah, D. A. P., & Amalia, D. (2024). Pemanfaatan Instagram sebagai media komunikasi pemasaran Mahar Agung Organizer.
Pulizzi, J. (2021). Content Inc.: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (2nd ed.). McGraw-Hill.
Putri, T. I., & Amalia, D. (2024). Analisis isi branding melalui brand ambassador Somethinc X NCT Dream pada media sosial Instagram.
Rahmawati, F., et al. (2024). Analisis content marketing matrix dalam membangun brand image @perpusjkt di Instagram.
Ramdhani, M. D., Masnita, Y., & Trisakti, U. (2023). Peran pemasaran media sosial pada ekuitas merek.
Sakti, T. A., & Delisa, I. F. (2024). Analisis isi konten marketing akun Instagram @mop.beauty dalam meningkatkan engagement followers.
Septrian, A. A., & Nirmala, A. (2025). Analisis isi konten sosial media dalam meningkatkan engagement akun Instagram @mercurymediagroup.id.
Utami, T. (2025). Strategi content marketing media sosial Instagram Kedai Kosan dalam meningkatkan customer engagement.
Wardhana, A. (2024). Brand management in the digital era – edisi Indonesia.
We Are Social. (2025). Digital Indonesia report.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Pendas : Jurnal Ilmiah Pendidikan Dasar
This work is licensed under a Creative Commons Attribution 4.0 International License.
